WATCH: TOMS Gets Into the Coffee Business, Leaves No Hipster Touchstone Unturned

Blake Mycoskie, founder of TOMS — which has recently expanded from providing shoes for the shoe-impoverished to providing eyeglasses and other eye care to the needy by selling inexpensive shoes and eyewear to hoards of socially conscious hipsters internationally — is now breaking into the coffee game.

The plan is to sell bags of coffee grown from small farms in Guatemala, Malawi, Peru, Rwanda and Honduras online, in Whole Foods stores, and in TOMS coffee houses currently setting up shop in Austin, New York, and Portland. In exchange for your TOMS coffee purchases, you’d have peace of mind knowing that your shameful caffeine addiction is helping to provide clean water, sanitation, and hygiene education to developing countries. That’s a pretty sweet perk considering all that coffee is probably melting your bones.

Check out The TODAY Show’s interview with Blake and a sneak peek at TOMS coffee, which “debuted” at SXSW earlier this week, below.

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